Consumer Behavior

Running Head: CONSUMER BEHAVIOR 0
CONSUMER BEHAVIOR
Student Name
FEBRUARY 25, 2019

CONSUMER BEHAVIOR 1
Consumer Behaviour
A company’s major focus is over the consumer needs and requirements and how they respond to
the products and services the company would offer. This includes the study of a particular
consumer, or organization’s selecting, purchasing, and using behavior. Moreover, how they
would dispose of the ideas, services, and goods in order to satisfy the wants and needs of the
customer. Consumer behavior is referred to as the consumer’s actions in the marketplace and
their major objective for their actions taken. Marketers, for instance, are responsible for
identifying the major consumer causes to purchase specific services and goods, through which
the company could decide over the products, which would be required in the marketplace, and
how the way the company could best offer or present the product to the consumers (Soloman, et
al., 2013). Moreover, it has been observed that the ethical consumer is a mythical figure, which
the essay would discuss with examples for better understanding
Ethical consumer’s behavior is observed to depend over the cultural consideration of observation
according to one perspective and multidisciplinary in its nature according to another perspective.
Some of the relevant consumer’s model of ethical behavior are reflected over the theory of
planned behaviors given by Ajzen, which stated that the consumers purchase intention are
generated and motivated by moral norms, intrapersonal ethics, personal value systems, and some
more similar factors. There has been increased demand and interest of the consumer for ethical
goods and services, the reason being the overall consumer behavior consider ethical behavior for
governing to a large extent, although this is not followed by the demanded goods and services
actual purchase. The consumer behavior actually does not change with the intensity when
compared to the intended behavior (Stevens, et al., 2013).
There have been various researches over the way consumers consume, there are four metaphors
identified for consuming, these include consuming as integration, consuming as classification,
consuming as playing, and consuming as experience. These four metaphors depend on the level
of structure of action and purpose of the action. There are various factors that influence the
consumer behavior, five major factors include marketing campaigns, according to the researchers
conducted, and marketing plays an important role while influencing the consumer’s decision for
making a purchase of the particular product. The advertisement and creating customer perception

CONSUMER BEHAVIOR 2
through marketing play a vital role in consumer behavior, and decisions of the consumers.
Although it can influence the consumption behaviors on regular basis. These are helpful for the
reminder to the customers to making a purchase, for instance in case of not very exciting
products such as insurance policies, and health products. Another factor is the economic
conditions, the positive economic environment of the nation tend to influence higher purchase
and the nature of the consumer tend to be positively related to the purchase of goods and
services, this would also affect the purchase even if the personal financial ability of the
consumers are not so strong. These factors are specifically in case of purchases related to the
houses, vehicles, and household appliances (Chatzidakis, et al., 2012).
The third factor observed was personal preferences, which means that the consumer behaviors is
influenced through many personal factors for example priorities, likes, and dislikes, values, and
morals of an individual. This factor is usually applicable in industries like food, fashion, and
personal care, which requires the personal opinion, views of the consumer. Majorly, this can be
most dominant factor when it comes to pertaining fun and style, which can be affected through
advertisement by the company’s to influence such factors, moreover, the person likes and dislike
majorly influence the repetition of the purchase or not. Another factor would be cultural factors
which include religion, group influence, which means that the primary influential group around
an individual is also responsible for the consumer purchasing decision, for example, the
classmates, family members, immediate relative. At time secondary influential group could also
change the purchasing decision of the individual like acquaintances and neighbors do have a
large influence over the decision. For example fast food preference over the home food, or
referencing the SUV’s instead of the hatchback or small cars. This also includes the social class
of an individual, which means that the consumer’s preference is changed according to the social
class in which they exist. For example, while purchasing the mobile phone, an individual comes
under the higher social class would prefer to go for the high-end products like I Phone, however,
the people or group of people from middle or lower class social class prefer lower price products,
as the purpose for the purchase would be a utility (Holt, 1998).
The fifth factor, which seems to be the most relevant factor while making a purchasing decision
of the consumer is the purchasing power of the consumer. According to normal consumer
behavior, one of the basic aspects that are considered by the consumer would be the purchasing